Role Description This is a remote position. We are hiring our first Affiliate & Influencer Marketing Lead to build and own this function from the ground up. This is not a role that inherits a running programme — you will design the strategy, recruit the talent (affiliates and influencers), set the commission structures, and drive measurable revenue across our US-focused brand portfolio. You will be the subject matter expert in the room, with a clear growth path to leading a team as the function scales. What you will do - Affiliate Programme Strategy & Build - Design and launch the end-to-end affiliate programme across D2C (Shopify) and marketplace channels (Amazon) for the US market. - Define commission structures, tiering logic, and payout mechanics (CPA, hybrid flat fee + CPA, gifting) across open and targeted affiliate pools. - Select and implement affiliate tracking platforms (e.g. Impact.com) — evaluate, onboard, and own the tech stack. - Build brand safety guidelines, content briefs, and creator onboarding kits to maintain consistent brand messaging. - Affiliate & Influencer Recruitment - Identify, vet, and recruit US-based affiliates and influencers — mommy bloggers, parenting content creators, family lifestyle publishers — across TikTok, Instagram, and YouTube. - Develop a scalable sourcing process: outreach templates, pitch scripts, relationship-building cadence, and onboarding workflows. - Manage gifting logistics in coordination with the warehouse team; track sample-to-post conversion rates. - Negotiate rates and contracts, balancing fixed fees vs. performance-based structures against margin targets. - Performance Management & Optimisation - Own affiliate channel KPIs: revenue, ROAS, GMV, CTR, active partner count, conversion rate, and content output volume. - Build and maintain a performance dashboard; produce weekly reports and monthly summaries for the leadership team. - Identify top performers and design incentive programmes (tiered commissions, contests, exclusive campaigns) to drive retention and output. - A/B test creative angles, commission incentives, and outreach strategies to continuously improve conversion. - Brand Awareness & Content Strategy - Use affiliate and influencer content as a brand awareness driver — not just a conversion tool — to grow Babaroo's social presence in the US. - Coordinate with the marketing team on seasonal campaigns (Q4, Mother's Day, baby shower season) to align affiliate activation with brand calendar. - Track earned media value (EMV) alongside revenue metrics to report the full value of the programme. - Cross-Brand Expansion - Lead the affiliate function for the primary brand (Babaroo) with the mandate to expand to 2–3 additional brands in the portfolio (family, pets) as the channel proves out. - Develop a cross-brand influencer strategy where the same creator can serve multiple brands simultaneously. Qualifications - 3–5+ years of hands-on affiliate or influencer marketing experience — managing creators, commission structures, and performance tracking at scale. - Proven track record building or significantly growing an affiliate programme — not just inheriting and maintaining one. - Strong grasp of commission mechanics: open vs. targeted programmes, CPA vs. flat fee vs. hybrid, margin-aware rate-setting, platform fee stacking. - Experience managing 100+ affiliates or KOLs, with a structured communication and tiering system (daily/weekly/bi-weekly cadence). - Analytical mindset: comfortable building performance dashboards, tracking ROAS, GMV, CTR, and conversion rates, and making data-driven decisions. - Excellent communication and relationship-building skills — you know how to recruit, onboard, motivate, and retain creators. - Comfortable working independently in a remote environment without a pre-built team; self-directed and structured. - Fluency in English — written and verbal — to a standard suitable for professional outreach to US-based creators and publishers. Requirements - Experience with US-based affiliate platforms (Impact.com, Rakuten, ShareASale, CJ Affiliate). - Prior exposure to US consumer market — mom/baby, family, or parenting category is a significant plus. - D2C or Shopify experience alongside marketplace (TikTok Shop, Lazada, Shopee) background. - Experience negotiating with macro-influencers (500K–5M followers) and managing face-to-face creator relationships. - Familiarity with earned media value (EMV) reporting and brand awareness metrics beyond pure conversion. Working Style Fit - You build systems, not just execute tasks — SOPs, dashboards, and templates that scale beyond you. - You proactively surface problems before they escalate; you do not wait to be asked. - You are comfortable with ambiguity — this role requires you to create clarity, not be given it. - You are motivated by ownership: your channel, your results, your growth path. - Shape a channel from zero — not a maintenance role; a build role.